This week the IAB and the Watford Creative Advertising Course
joined forces to create the Big Creative Hug. This is a new
initiative aimed at demonstrating how advertising can be
used to make a difference to local communities. TMW is one of a
number of leading creative agencies who supported the project by
devising a brief designed to tackle a particular social issue. The
briefs were then put to 14 graduating students from the course,
giving them one week to come up with a solution.
So what challenge did TMW set? Chewing gum. It's a problem we've
probably all encountered - whether we've stood on it or sat in it,
but aside from being a common nuisance it is also a very real
issue. In fact Westminster Council spend more than £100,000 a year
dealing with the problem, money which I think we would all agree
could be better spent elsewhere.
Considering that local authorities are working to tight budgets,
the students had to come up with clever ways of getting the message
The results were presented back to the creative directors of all
the agencies today.
Paul Tullo, creative partner at TMW comments: "It was great to
see such a wide variety of original ideas from the students. This
is a worthwhile initiative that gets the students thinking about
real time community issues."